The buying process has changed. Where sellers traditionally had the upper hand in transactions because of their deep knowledge of the product (you had to call a sales person to get info), buyers now rule. They can go online and find all the info they need on your product or service.
Marketing must still attract and convert these buyers but the handoff to sales is now less handoff and more two legged race. The reason is that typical buyers are not engaging with sales teams until two-thirds of the buyer's journey has been completed.Read More